According to McCracken (1989), marketers have been use a celebrity endorsement in order to enhance a brand’s appeal. There are the factors of endorser credibility such as attractiveness, trustworthiness and expertise that exactly will impact to the brand image of cosmetic products.

Hypothesis 1

H0: There is no relationship between attractiveness and brand image of cosmetic products.H1: There is a relationship between attractiveness and brand image of cosmetic products.

Hypothesis 2

H0: There is no relationship between trustworthiness and brand image of cosmetic products.H1: There is a relationship between trustworthiness and brand image of cosmetic products.

Hypothesis 3

H0: There is no relationship between expertise and brand image of cosmetic products.H1: There is a relationship between expertise and brand image of cosmetic products.

Brand Image of Cosmetic Products

Expertise

Trustworthiness

Attractiveness

To determine the level of brand image towards cosmetic products.

To identify the relationship between the attractiveness, trustworthiness and expertise towards brand image of cosmetic products.

To identify the most important factors of endorser credibility that influenced brand image of cosmetic products.

RESEARCH OBJECTIVE

1) What is the level of brand image towards cosmetic products?

2) Is there any relationship between attractiveness, trustworthiness and expertise towards brand image of cosmetic products?

3) What is the most important factors of endorser credibility that influenced brand image of cosmetic products?

RESEARCH QUESTION

LIMITATIONS OF STUDY

SIGNIFICANCE OF STUDY

Literature ReviewUNDERPINNING THEORY

Three main model, of source credibility and attractiveness,’ ‘product match-up’ and ‘meaning transfer’. Companies operating in business markets certainly use customer referencing.

ExpertiseSource

Credibility TheoryChapter 4Chapter 5 According to Aaker (1991), Brand image of the product is important to different the brand image of the product of competitors.According to Keller (2008), brand association give the meanings of brands to consumers through linking product information to the brand that existing in consumer’s memories, thus indicating product benefits and summary evaluations of the brands

According to Goldsmith et al. (2000), celebrity credibility defined as the extent to which a celebrity received to perceive the consumer.The research result shows that the source credibility can be used in these studies as it is proven the relationship between the celebrity endorsement and the consumer attitudes gives impact to the variables (Mowen, 1980).

According to Langmeyer and Shank (1994), we define this as celebrity owns of physical beauty and non-physical beauty.An attractiveness is become the main factors that contribute to the brand image as the dual benefits comes from celebrity status and attractiveness (Kamins, 1990).

Attractiveness cont.

According to Erdrogan (1999), first attributes is similarity can be defined as a supposed resemblance in between the source and the receiver of the message.Based on the Desphanade and Stayman (1994), an endorser’s ethnic status affected the respondent’s perception of trustworthiness and as a result of brand attitudes too.

Attractiveness cont.

According to McCracken (1989) stated that the likeability is based on physical appearance behavior.Consumer liking for its endorser that consists of the qualification, the endorser appearance and through process of identification of the product or brand.

Attractiveness cont.

According to Erdogan (1999) stated that familiarity can be easily described as the knowledge of a source through exposure.Familiarity is a knowledge that gained by the consumer identification endorser through the repeated coverage about the celebrity.

TRUSTWORTHINESS

Trustworthiness can be defined as an endorser capability of the honesty, integrity and believability (Erdogan et al. 2001).Message communication driven to consumer became believable when the source of trustworthy is effective in consumer minds (Hovland and Wiess, 1951).

EXPERTISE

According to Hovland et.al (1953), source expertise can be directly influence the consumer to purchase the products.Consumer have more understanding on the particular product or brand.

RESPONSE RATE TABLE

RELIABILITY TEST

All variables

Independent variables

Dependent variable

FREQUENCY ANALYSIS

RESEARCH OBJECTIVE ANALYSIS

Research Objective 1: To determine the level of brand image towards cosmetic products.

Research Objective 2:To identify the relationship between the attractiveness, trustworthiness and expertise towards brand image of cosmetic products.

Hypothesis 1 (Attractiveness)

Hypothesis 2 (Trustworthiness)

Hypothesis 3 (Expertise)

Research objective 3: To identify the most important factors of endorser credibility that impact the brand image of cosmetic products

Coefficients from regression analysis

ANOVA Analysis

Attractiveness

This study needs to clarify whether it has achieve its three objective as mentioned in Chapter one.